Are you reluctant to entertain your audience as a way to make you video content go viral? After all, suppose your attempts fall flat or fail to engage your audiences in a professional way.
Follow these 4 tested techniques for applying “performances” to your YouTube videos, and you will be well on your way towards engaging your audience. In fact, our study of the top viral videos demonstrated that the use of performances is the 10th most effective technique used by advertisers to boost their viral YouTube video statistics.
4 Ways to Boost Viral Video Stats with Performances
One way to capture your audience is to entertain them with music, choreography, drama and stories. Many television commercials re-casted on YouTube went viral when the brand message was integrated into a mini- theatre performance, a fascinating life narratives or a memorable song.
Among the types of performances that perform best on YouTube are the following:
- Musical and Performing Arts
- Slice-of-life Narratives
- Plotted Storylines and Timelines
- Transformation Entertainment
Musicals and Performing Arts
Several high performing YouTube videos feature mini theatrical performances. Much like the role of movie trailers, these short clip entertainers set the stage for mood setting and fantasizing. Especially when backed by a legendary song, the brand message could stick in our heads as we sing along and reminisce over our favorite nostalgic moments.
Some of the more popular methods include short drama clips where well known celebrities are cast into leading roles of mini episodes. Similarly, Broadway style choreographies work well to captivate audiences through contemporary beats and synchronized dancing.
Common to the higher performing clips of this type is a performance that drives audiences to the end of the script. This can be especially effective when the cast of characters and story-lines match up well with the intended brand message.
Another long-standing techniques used in entertaining videos involves “slice-of-life” narratives. Audiences are often enamored with the subtle imagery portrayed in the life of someone that could be them.
The plotless storylines are not intended to culminate in a story ending. Instead, the narrative is intended to impart profound messages that make us pause and reflect on our lives as we progress from one scene to the next. Some sponsors have gone as far as portraying what dogs and cats may feel in their lives.
The typical slice-of-life narrative consists of a soft musical journey where snap shots of a real person’s life are narrated with words of wisdom. Those slice-of-life narratives that reach viral performance levels typically involve messages of hope for our youth or for certain cultures.
These messages are often poetic in nature and described from the eyes of an admired icon. Michael Jordan did this very effectively in his “Look into My Eyes” commercials for Nike.
Slice-of-life narratives are effective in pulling audiences to the end of a clip. i.e., As the concatenation of events unfolds, audiences are often intrigued by the scene transformations. Moreover, the life messages depicted in the narrative can enhance a brand image among those connecting with the words of wisdom. Finally, this technique is perhaps the least expensive approach to creating performance oriented entertainment.
Plotted Story-lines and Timelines
Alternatively, stories with plots or timelines can also captivate an audience while holding their interest to the end. Short cartoons and fairy tales often accomplish this by providing a mini episode. Timelines in the form of countdowns, evolving developments or historical achievements can also stimulate audience curiosity as they progress through the chronology.
Another technique used for captivated story-line attention involves a concatenation of events often leading to big performance or vision of the future. Similar to plotted stories and timelines, this technique works well to stimulate audience curiosity as they advance from one stage to another.
Besides story-lines and theatrical performances, another effective performance uses rapidly moving scene transformations. Dove and Adobe capitalized on this with their real-time makeovers. In less than two minutes, audiences witness an entire facial transformation.
Others like Chevy and Nike attempt to fascinate us with metamorphic transformations of their products. This can be done across product styles or across the design stages of a product. The technique works especially well when the transformations involve animations created from real objects.
Finally, transformation entertainment often involves scene transitions such as that experienced in alter ego exploits. T-Mobile reached viral performance levels on a YouTube video featuring a lifeless women who let loose of her wild nature.
A total of 3351 high performing videos (> 50K views) were examined in this ranking of top YouTube videos. These viral videos included re-casted television commercials that were posted on YouTube as a social media video back channel. Statistics were then recorded on the number of likes, dislikes, comments and views, where an exploratory study was subsequently published with the Academy of Marketing Science and 2013 Cross-Cultural Research Conference.
From the final list of most viewed YouTube videos, about 18% involved some type of performances. This form of viral video engagement ranked number six, ten and eleven in average views, comments as % of views, and net likes as % of views, respectively.
So what do you think? Is this an effective way to go? Have you ever resorted to using performance as an entertaining content marketing theme?
Please share your thoughts in the comment box below.